COMMENTARY: MSPs are becoming the go-to partners for businesses trying to make sense of AI while keeping their security game strong. It’s not just about installing tools anymore; companies want someone who can help them deploy AI strategically, measure its impact, and make sure it’s not opening new security holes. The fact that most are willing to pay more for this expertise tells me the opportunity here is huge. For MSPs, the next couple of years could be a defining moment to move from being service providers to truly embedded business partners.Artificial intelligence (AI) and machine learning (ML) are transforming nearly every aspect of business — from customer service and product development to marketing, research, and business analysis. At the same time, these technologies are playing a dual role in cybersecurity: powering both sophisticated cyberattacks and the advanced tools designed to stop them.
According to The MSP Customer Insight Report 2025, companies are increasingly turning to MSPs to navigate this complex AI-driven landscape.
The report finds that MSPs have become critical business partners, with most organizations already outsourcing some or all of their cybersecurity operations. Looking ahead, businesses plan to rely even more on MSPs, particularly for implementing AI and ML solutions and strengthening network security. Many are also willing to invest more in these specialized services.
Rising Customer Demand for MSP-Enabled AI and Security Solutions
The survey asked respondents about the services they are most likely to seek help with from MSPs, with a focus on deploying and managing solutions. According to the report, 39% of organizations anticipate requiring MSP support for AI and ML tools and applications over the next two years. This is followed by assistance with network security implementations, including zero-trust measures and Secure Access Service Edge (SASE) solutions.
The report notes that “AI and network security are areas of increasing business focus, security vulnerability, and technical complexity. They can be difficult to understand, especially for the 48% of understaffed organizations.”
Among organizations with 50 to 100 employees, 44% expect to need future support with AI, and 29% are already engaged. For the largest organizations, 44% are working with MSPs on AI today, and 37% anticipate needing additional support in the next two years.
As the report explains, “this suggests that larger organizations already understand the limitations of managing AI and machine learning on their own — and are actively working with MSPs to improve their use of AI in IT and security. A similar pattern, with smaller differences, is observed in network security. It is also important to note the widespread use and demand for strategic services like cyber risk and resilience planning, incident response simulation, and making the case for cybersecurity ROI.”
MSPs prepared to assist customers with AI and security projects can significantly grow their businesses. The survey also found that almost all MSP customers are willing to pay more for the additional services they expect to need over the next two years, with around 70% prepared to pay 10% to 25% more. Overall, 94% of organizations are willing to pay more for AI and ML support, and 92% are willing to pay more for help integrating security tools.
MSPs Can Help Ensure AI Success
MSPs must be ready to support AI deployment and cybersecurity, as these are top customer priorities. This includes understanding the AI initiatives customers are pursuing internally and offering AI-driven solutions for cybersecurity services. MSPs can also use AI to automate cybersecurity tasks, network monitoring, and analysis.
Many organizations rush to deploy AI without fully considering their objectives, how they will measure results, or the potential security consequences. Several industry surveys have found that achieving success with AI can be challenging and uncommon.
MSPs can guide their clients by helping define business goals, identifying appropriate applications, establishing metrics, and ensuring that new AI solutions do not introduce security vulnerabilities. They can also provide data management tools and quality controls, which are critical for AI success.
On the security side, unified solutions can simplify the security stack. AI-enabled monitoring, detection, and response can help identify and address threats as they evolve, improving both protection and operational efficiency.
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